Oct 20, 2025
Oct 20, 2025
Curiosity in the Wikipedia age
Curiosity in the Wikipedia age
Curiosity in the Wikipedia age
Claire Kidman
Creative Content Strategist
Claire Kidman
Creative Content Strategist
Claire Kidman
Creative Content Strategist
You might think you’re a curious person. I certainly think I am. From Wikipedia deep-dives to online lectures about art history, I can often be found sniffing around the internet on the trail of a topic I don’t know enough about.
You might think you’re a curious person. I certainly think I am. From Wikipedia deep-dives to online lectures about art history, I can often be found sniffing around the internet on the trail of a topic I don’t know enough about.
You might think you’re a curious person. I certainly think I am. From Wikipedia deep-dives to online lectures about art history, I can often be found sniffing around the internet on the trail of a topic I don’t know enough about.
There was a time, not too long ago, when the curious amongst us would head to the library for the answers to our questions. My academic career relied heavily on the sources available to me in my university’s library, and the New York Public Library garnered plenty of attention in the 2010s when it discovered a box of questions received by members of the public during the latter half of the 20th century.
These days, we have access to just about any information we could want or need without even leaving the sofa, but there’s a flip side to this. Bombarded with content night and day, often from multiple screens at the same time, we’re in danger of believing whatever we’re told, or believing we know it all already - and that, as any brief look around the modern world will tell you, does not lead to great results.
We can access the unseen archives of galleries and museums (good), but we can also fall victim to misinformation (bad). We can discover previously unimaginable sources of creative inspiration (good), but we can also get trapped in echo chambers of our own and an algorithm’s making (bad). On balance, I’d say it’s a mixed bag.
There was a time, not too long ago, when the curious amongst us would head to the library for the answers to our questions. My academic career relied heavily on the sources available to me in my university’s library, and the New York Public Library garnered plenty of attention in the 2010s when it discovered a box of questions received by members of the public during the latter half of the 20th century.
These days, we have access to just about any information we could want or need without even leaving the sofa, but there’s a flip side to this. Bombarded with content night and day, often from multiple screens at the same time, we’re in danger of believing whatever we’re told, or believing we know it all already - and that, as any brief look around the modern world will tell you, does not lead to great results.
We can access the unseen archives of galleries and museums (good), but we can also fall victim to misinformation (bad). We can discover previously unimaginable sources of creative inspiration (good), but we can also get trapped in echo chambers of our own and an algorithm’s making (bad). On balance, I’d say it’s a mixed bag.
There was a time, not too long ago, when the curious amongst us would head to the library for the answers to our questions. My academic career relied heavily on the sources available to me in my university’s library, and the New York Public Library garnered plenty of attention in the 2010s when it discovered a box of questions received by members of the public during the latter half of the 20th century.
These days, we have access to just about any information we could want or need without even leaving the sofa, but there’s a flip side to this. Bombarded with content night and day, often from multiple screens at the same time, we’re in danger of believing whatever we’re told, or believing we know it all already - and that, as any brief look around the modern world will tell you, does not lead to great results.
We can access the unseen archives of galleries and museums (good), but we can also fall victim to misinformation (bad). We can discover previously unimaginable sources of creative inspiration (good), but we can also get trapped in echo chambers of our own and an algorithm’s making (bad). On balance, I’d say it’s a mixed bag.
Whatever happened to research?
The information might be out there, but the quality of research isn’t what it used to be. You don’t need to look far to find stories of unfounded rumours being posed as fact, even by established and trusted organisations. Our information sources have never been sketchier, yet it feels we’re more likely than ever to take the information we’re provided with at face value.
Just last week, the BBC was forced to edit an episode of Have I Got News For You that was initially broadcast with false claims taken, unsurprisingly, from X. The head of the programme’s production company spoke about the error, pointing to younger production staff who “are digital natives” and “marinated in social media”. A substantial level of traction on X led producers to take a story at face value, and the result? “We’ve now got a new rule: we don’t take stories off social media.”
And it’s not just news. Increasingly, people are relinquishing their decision-making and research to ChatGPT and the like, setting themselves adrift in a sea of information without the safety of references or sources, unable to back up their own decisions with anything substantial. As ChatGPT itself tells us, albeit in tiny print: “ChatGPT can make mistakes. Check important info.” The imagined information superhighway is now more like a water park rapids ride - and we’re all just bobbing along in whichever direction it takes us. But it doesn’t have to be this way.
The information might be out there, but the quality of research isn’t what it used to be. You don’t need to look far to find stories of unfounded rumours being posed as fact, even by established and trusted organisations. Our information sources have never been sketchier, yet it feels we’re more likely than ever to take the information we’re provided with at face value.
Just last week, the BBC was forced to edit an episode of Have I Got News For You that was initially broadcast with false claims taken, unsurprisingly, from X. The head of the programme’s production company spoke about the error, pointing to younger production staff who “are digital natives” and “marinated in social media”. A substantial level of traction on X led producers to take a story at face value, and the result? “We’ve now got a new rule: we don’t take stories off social media.”
And it’s not just news. Increasingly, people are relinquishing their decision-making and research to ChatGPT and the like, setting themselves adrift in a sea of information without the safety of references or sources, unable to back up their own decisions with anything substantial. As ChatGPT itself tells us, albeit in tiny print: “ChatGPT can make mistakes. Check important info.” The imagined information superhighway is now more like a water park rapids ride - and we’re all just bobbing along in whichever direction it takes us. But it doesn’t have to be this way.
The information might be out there, but the quality of research isn’t what it used to be. You don’t need to look far to find stories of unfounded rumours being posed as fact, even by established and trusted organisations. Our information sources have never been sketchier, yet it feels we’re more likely than ever to take the information we’re provided with at face value.
Just last week, the BBC was forced to edit an episode of Have I Got News For You that was initially broadcast with false claims taken, unsurprisingly, from X. The head of the programme’s production company spoke about the error, pointing to younger production staff who “are digital natives” and “marinated in social media”. A substantial level of traction on X led producers to take a story at face value, and the result? “We’ve now got a new rule: we don’t take stories off social media.”
And it’s not just news. Increasingly, people are relinquishing their decision-making and research to ChatGPT and the like, setting themselves adrift in a sea of information without the safety of references or sources, unable to back up their own decisions with anything substantial. As ChatGPT itself tells us, albeit in tiny print: “ChatGPT can make mistakes. Check important info.” The imagined information superhighway is now more like a water park rapids ride - and we’re all just bobbing along in whichever direction it takes us. But it doesn’t have to be this way.
It’s time to ask questions
Curiosity might just be our saving grace. In a world filled with information, it’s easy to make assumptions, but stepping back, taking time to think, and asking the right questions has never been more important.
When it comes to brands, you might think you know what your audience wants to see, but have you asked them? With so much content out there, we’re not always seeing and engaging with the things we’d really like to - just ask anyone with an X feed. With increased access to information coinciding with a growing push to monetise and a distinct decline in quality, we’re all used to seeing content we have no interest in and are unlikely to trust.
There’s value in curiosity and the openness that comes with it. It’s about getting back to basics rather than going with the flow. Navigating the clutter of the modern world requires a focused and considered approach based on facts, figures, and trustworthy information sources, as well as a willingness to set aside commonly held expectations and beliefs.
With all this information at our disposal, it’s easier than ever to build insight and understanding - if you’re willing to do the research. We should all aim to anchor our actions and beliefs in real, tangible evidence, taking the time to ask questions, conduct research, and use information constructively, rather than basing decisions on assumptions or knee-jerk reactions.
Curiosity might just be our saving grace. In a world filled with information, it’s easy to make assumptions, but stepping back, taking time to think, and asking the right questions has never been more important.
When it comes to brands, you might think you know what your audience wants to see, but have you asked them? With so much content out there, we’re not always seeing and engaging with the things we’d really like to - just ask anyone with an X feed. With increased access to information coinciding with a growing push to monetise and a distinct decline in quality, we’re all used to seeing content we have no interest in and are unlikely to trust.
There’s value in curiosity and the openness that comes with it. It’s about getting back to basics rather than going with the flow. Navigating the clutter of the modern world requires a focused and considered approach based on facts, figures, and trustworthy information sources, as well as a willingness to set aside commonly held expectations and beliefs.
With all this information at our disposal, it’s easier than ever to build insight and understanding - if you’re willing to do the research. We should all aim to anchor our actions and beliefs in real, tangible evidence, taking the time to ask questions, conduct research, and use information constructively, rather than basing decisions on assumptions or knee-jerk reactions.
Curiosity might just be our saving grace. In a world filled with information, it’s easy to make assumptions, but stepping back, taking time to think, and asking the right questions has never been more important.
When it comes to brands, you might think you know what your audience wants to see, but have you asked them? With so much content out there, we’re not always seeing and engaging with the things we’d really like to - just ask anyone with an X feed. With increased access to information coinciding with a growing push to monetise and a distinct decline in quality, we’re all used to seeing content we have no interest in and are unlikely to trust.
There’s value in curiosity and the openness that comes with it. It’s about getting back to basics rather than going with the flow. Navigating the clutter of the modern world requires a focused and considered approach based on facts, figures, and trustworthy information sources, as well as a willingness to set aside commonly held expectations and beliefs.
With all this information at our disposal, it’s easier than ever to build insight and understanding - if you’re willing to do the research. We should all aim to anchor our actions and beliefs in real, tangible evidence, taking the time to ask questions, conduct research, and use information constructively, rather than basing decisions on assumptions or knee-jerk reactions.
Assume nothing
This is why, at Accord, we’re driven by a guiding principle: assume nothing. It embodies our commitment to insights and information - because we know that work grounded in research results in stronger brands, better campaigns, engaged audiences, and more value for our clients.
We listen, we question, and we learn. Leading with curiosity, we craft strategies and campaigns that break through the clutter. Because when your concept is built on strong foundations, it can take you almost anywhere.
This is why, at Accord, we’re driven by a guiding principle: assume nothing. It embodies our commitment to insights and information - because we know that work grounded in research results in stronger brands, better campaigns, engaged audiences, and more value for our clients.
We listen, we question, and we learn. Leading with curiosity, we craft strategies and campaigns that break through the clutter. Because when your concept is built on strong foundations, it can take you almost anywhere.
This is why, at Accord, we’re driven by a guiding principle: assume nothing. It embodies our commitment to insights and information - because we know that work grounded in research results in stronger brands, better campaigns, engaged audiences, and more value for our clients.
We listen, we question, and we learn. Leading with curiosity, we craft strategies and campaigns that break through the clutter. Because when your concept is built on strong foundations, it can take you almost anywhere.
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Discuss your next project with us...
To learn more about what we can offer and how we can work together, we’d love to hear from you.
London
Accord Marketing,
1 Waterhouse Square, London EC1N 2ST.
South-West
The Node, 1 Enterprise Road,
Roundswell, Barnstaple,
Devon EX31 3YB.
All enquiries
02072 712 481
Assume nothing.
Discuss your next project with us...
To learn more about what we can offer and how we can work together, we’d love to hear from you.
London
Accord Marketing,
1 Waterhouse Square, London EC1N 2ST.
South-West
The Node, 1 Enterprise Road,
Roundswell, Barnstaple,
Devon EX31 3YB.
All enquiries
02072 712 481
Discuss your next project with us...
To learn more about what we can offer and how we can work together, we’d love to hear from you.
London
Accord Marketing,
1 Waterhouse Square, London EC1N 2ST
South-West
The Node, 1 Enterprise Road,
Roundswell Barnstaple,
Devon EX31 3YB
All enquiries
020 72712481